A price floor is the minimum CPM you accept. Fixed floors are either too high (lost fill) or too low (left money). Dynamic floors set per-request based on historical clearing prices by geo/device/hour.
illustrative:
— Fixed $0.80 RPM 100 ▮▮▮▮▮
— Fixed $1.40 RPM 103 ▮▮▮▮▮ (fill drops daypart)
— Dynamic RPM 111 ▮▮▮▮▮▮
Dynamic floors lift the floor on a US-desktop-evening request and drop it on a Tier-3-mobile-3am one.
So what: floors should be a function, not a constant. ▲ +11% RPM, zero new inventory.
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Dynamic floors beat fixed floors by 6-14% — they read the bidder, not a spreadsheet.
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